"Internet celebrity children" haunt short video platforms, behind which there is an industrial chain

　　Who overdrafts innocence on the Internet

　　The Central Cyberspace Affairs Office recently launched a special action to strictly investigate behaviors such as hype about "Internet celebrity children".

The reporter's investigation found that the promotion company said that it could "package" the child, and spend money to make it a "net celebrity" with tens of thousands or even millions of fans.

　　Phenomenon: more dancing or funny, some content "playing with fire"

　　An eight or nine-year-old child deliberately threw his father's cigarettes all over the floor, and then his father and the child competed in various ways.

In the end, the child took out an electric stick and "electrically" his father's hair upright and his head "smoke"...

　　This content posted on the short video platform has received 64 million views and 950,000 likes.

In the comments of netizens, many netizens said that "Dad's martial arts are not good either." "Dad's golden bell and iron cloth shirts are very conductive..." This account, which focuses on parent-child funny content, has more than 1,300 on a certain platform. Million fans.

On the cover of the account, deliberately tricky words such as "Dad was scared to cry", "Dad pitted on weekends", "Look at how I treat dad" and other deliberately tricky words are not uncommon.

　　On another short video platform, a girl about ten years old attracted more than 20 million people's attention.

The video account noted "one ordinary student", and the video content mainly released the girl dancing, playing ball, walking on the runway, etc.

In a recently released video, the girl sits in the water, her face and hair wet with water drops.

Under the dim light, multiple facial close-ups in the video quickly switched...Under the video, many netizens commented on “good-looking” and “the little girl is so cute”, but some netizens left a message “another baby who was ruined by his parents for a lifetime”.

　　The reporter found that currently on some platforms, there are quite a few "Internet celebrity children" accounts like this, ranging from tens of thousands of fans to tens of millions of fans.

Among them, some are mainly children's own appearances to show their daily learning and living conditions; more accounts are parents "cunbab", appearing with children to update the content, and even filming some plots and narratives.

In addition to the daily updates, there are also many accounts that "bring goods" for children's clothing.

　　Pushing hands: One hundred thousand fans, 120,000 yuan, the minimum age is four years old

　　Where do these "net celebrity children" who haunt various short video platforms come from?

In addition to parents who simply "show babies" and "rub babies", many marketing companies have expressed that they can "package" children and create "net celebrities."

　　"AI intelligent whole network promotion, keyword optimization, whole network exposure, really pay for results." A customer from a Shanghai network information technology company said that the company carries out network promotion related business all the year round.

Can you create a short video account for "Internet celebrity children"?

A staff member of the company surnamed Sun gave a definite answer and sent a ready-made case with 1.1 million fans.

　　The staff member said that the general cooperation time is calculated annually, and the price also needs to be calculated with reference to your specific needs and cooperation time.

"This million-fan account has only been less than a year old. Look at his account, the works are very valuable..."

　　The reporter assumes that the child is seven or eight years old and has a budget of only 50,000 yuan for consultation.

The staff of the company said that in the worst-case scenario, the account can reach 30,000 to 50,000 fans. “Thirty thousand fans are the worst. Normally, it can reach 60,000 to 100,000 fans. It is guaranteed to be a true fan of natural traffic.” Seeing that the reporter is still hesitating, the staff member said that he can cooperate for a quarter first and see the effect before saying, “Seven or eight years old is very suitable. The job we take here, the youngest child Four or five years old."

　　"Children can't do live broadcasts, but they can do accounts." An employee of a Beijing media company also said that they can undertake the business of "creating" children's short video accounts.

Taking a short video account with 100,000 fans as an example, the cooperation time usually takes half a year. "The monthly cost is about 20,000 yuan, and an account with 100,000 fans will cost almost 120,000 yuan."

　　Routines: carefully planned scripts invite the navy to help

　　Many online promoter companies have stated that they have complete guidance plans from the opening of accounts, to the determination of children’s “personal settings”, and to specific operations and promotion.

　　"We will invite parents and children to meet offline, tailor-made according to the child's personality, preferences, and future development path, planning, packaging, overall operation and promotion, and complete services." A staff member of a media company in Beijing said that the most important thing is It is to determine the child's "personality" and the choice of script.

"Definitely you can't shoot casually, mainly relying on scripts and lines."

　　An employee of an online information technology company in Shanghai also said that the most important aspect of the "Internet celebrity children" account is script planning.

"We will tailor the script based on the characteristics of the child and help you plan the script."

　　Once the cooperation is established, there are also means to intervene if the children’s accounts and videos are "not effective"-please "Shuijun" like, comment and bless the popularity.

　　"We have our own algorithm that can help you determine the quality of the video and whether it is worth pushing." An employee of a promotion company said that even if there is a "package", not every video will become popular, so manual intervention comes in handy. .

"For example, a certain video may be'stuck' at a certain point, and it can no longer break through. We will give it a boost."

　　How to help?

Promotion companies often have special personnel to evaluate and promote, or directly send people to like and brush comments.

And this form is called "cold start" in the industry.

　　"Do you know what'cold start' means? Some of us do this." A member of a media company in Beijing said that if a video is published two hours after the company's promotion effect is still average, then you must invite a real account to forward it, Like and comment, give it "blessing".

"We find someone to rush up the popularity of the video and let it enter a larger traffic pool." Our reporter Li Songlin